Wishlists and Reviews
Two customer-facing features that produce information about your catalogue as a side effect.
Where to find it
Architect Panel → Commercial:
- Carts — the cart itself and its options
Architect Panel → Data:
- Datastores — then View Data on the cart table, and look for the row actions
Lists and wishlists
A customer can keep named lists, each holding products with additional information. So a buyer can maintain "kitchen refit" and "birthday ideas" separately rather than one undifferentiated saved list.
For trade customers this is a re-order list, which is a genuine convenience and a reason to sign in.
Lists are demand signals
A product saved often and bought rarely is priced wrong, out of stock too often, or has a delivery cost that kills it at checkout. That is a different signal from views, and a stronger one — saving something is a deliberate act.
Reviews
A review carries a rating, a title and content, against the master product or a specific variant. Ratings are cached for display, so listings can show them without recalculating.
Reviews are a cart option
Off unless enabled, and worth thinking about before switching on. Reviews raise conversion and they also publish criticism of your products on your own site, permanently.
For most shops that trade is worth it. For some — bespoke work, professional services, anything where a single unhappy customer is unrepresentative — it is not.
Moderate, but publish the bad ones
Moderation should remove abuse, personal data and things that are not reviews. It should not remove criticism.
A product with nothing but five-star reviews is not believed. The occasional three-star review is what makes the rest credible, and buyers actively look for them.
Reply to the worst ones
A bad review with a considered reply reads better than a bad review alone, and the reply is aimed at the next reader rather than the reviewer.
Reviews are personal data
Written by identifiable people, published indefinitely. Have an answer for somebody asking for theirs to be removed, and be careful that review display does not reveal more about the reviewer than they expected.
Watch what reviews say about a product
Three reviews mentioning the same problem is a product fault, not a customer problem. Reviews and refund reasons together are the clearest quality signal a shop has.
Worked example
A shop enables reviews with light moderation, removing only abuse, and replies to anything below three stars. A pattern in the reviews of one line matched its refund reasons exactly — a fitting that failed — and the product was withdrawn before it became a recall.
Recommendations
- Publish critical reviews — they make the rest credible.
- Reply to poor reviews for the next reader.
- Read lists as demand for products that do not convert.
- Read reviews with refund reasons to spot faults early.